Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal

Oliveira, Márcio; Santos, Tânia Cristina Simões de Matos dos; Sousa, Marlene; Lopes, João M.

http://hdl.handle.net/10400.8/6211

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Authors

Oliveira, Márcio

Santos, Tânia Cristina Simões de Matos dos

Sousa, Marlene

Lopes, João M.

Abstract(s)

Focusing the study's on the implementation of digital marketing strategies by Small and Medium-sized Enterprises (SMEs) in the catering sector in Portugal during the pandemic period COVID 19, the present investigation aims to understand the impact of this pandemic in the implementation of digital marketing strategies of SMEs, to investigate the depth of implementation of these strategies according to the digital marketing decalogue, and to propose a performance matrix for these SMEs that intend to start efforts in this direction. For this purpose, a qualitative study was carried out, using semi-structured interviews, in a sample collected under the snowball technique, composed of 9 SMEs. It was possible to notice that the current pandemic crisis implied changes in how digital marketing strategies are perceived and applied. It was also found that more than strategies, these SMEs adopted isolated initiatives that combine digital marketing strategies and traditional marketing, and it was also possible to proceed with a set of measures to be implemented by these SMEs that intend to start efforts in this direction.

Keywords

Digital Marketing Catering SMEs COVID 19 Strategy

URI

http://hdl.handle.net/10400.8/6211

Citation

Oliveira, M.; Santos, T.; Sousa, M.; Lopes, J. (2021). Covid19 impacts on digital marketing strategies: the case of catering SMEs in Portugal. Academy of Entrepreneurship Journal, Volume 27, Special Issue 5